OTOH, making a bunch of noise about the case gets the ad and their product seen by a different demographic than paying for the ad to be placed wherever they would have. IMHO, this is an alternate marketing campaign, costs go to the courts instead of broadcasters. There's some public benefit if the case generates precedent, so that's nice that they want to spend their ad budget on this.

In law, isn't the process the punishment frequently? What if they're just expecting Disney to drain their coffers with frivolous legal work? Isn't that a reasonable response then?